Link building techniques that WORK!

Sean McGinnis
Sean McGinnisSenior Vice President, Head of Marketing & eCommerce at KURU Footwear
Link Building Techniques that WORK!
Sean McGinnis
Marketing GM | Director, Digital Marketing
Sears PartsDirect
Twitter - @SeanMcGinnis
Facebook – http://Facebook.com/SMcGinnis
LinkedIn – http://LinkedIn.com/in/SeanMcGinnis
Agenda

2
Why Links
Are So Important
(Still)
3
PageRank – The Core of Google’s Success

4
The Power of a Link

5
6
The top

72

most highly

correlated ranking factors
relate to links.
7
Still not convinced? Search for “CLICK HERE”

6 of the top 8
results do not
have the words
CLICK HERE
anywhere on
the page.

8
A Link in Nature

9
The HTML behind the Link

10
The Components of a Link
URL
(the link target)

Rel=“Nofollow”
(a tag that indicates search
engines shouldn’t trust/count
this link)

<p><a href=http://312Digital.com rel=“nofollow”> 312
Digital’s Website </a> is a good resource for those
seeking to learn more about digital marketing
training.</p>
Anchor Text
(tells the engine what
the link is about)

Surrounding Text
(may provide context on
the link’s relevance)
11
Specific
Link Building
Techniques
12
First – How NOT to do it!

13
1. Write Epic Shit!

14
STOP blogging just to blog!
15
Start Thinking BIG!!!!!

16
2. Guest Post Your Heart Out!

17
NOT

Do
worry about
new Google guidelines…

IF you’re doing it right.
18
Don’t forget SEO while Guest Posting!
Target
related, more
powerful sites
Optimize
and tweak

Track your
success!

19
3. Create an Infographic

Not a SUCKY one. PLEASE!

20
4. Curate a List

Make it the very best of it’s kind.

21
Don’t forget to
promote it!
22
Pssst! TELL people they are on your list!
23
5. Host an Event

24
Create a #hashtag

…and promote the HECK out of it!
25
Write a round-up post of round-up posts

…and promote the HECK out of it!

26
More to-dos for after the event…
• Thank you email
• Survey attendees.
• Write a post about the survey results & share post.
• Share slides (Slideshare, LinkedIn, your site, others…)
• Curate pictures (Facebook, Instagram, Flickr, others…)
• Curate Videos (Facebook, Youtube, Vimeo, others…)
• Thank you posts:
• Sponsors
• Volunteers
• Media

27
6. Hold a Contest

28
One Event = Multiple Chances
Specific Ideas
• Announcement post
• Nomination post

Groups of People
• Judges
• Nominees

• Nomination process
• Reminder post

• Winners
• Fans

• Judge Announcement post • Readers or Customers
• Winner Announcement
• Followers
post
• Social Channels
• Create a hashtag

29
Existing fan base = More link value
30
7. Issue a Press Release

31
DO NOT Spam the Press!
• Do not manufacture a press release JUST to get links.
• Use the channel that already exists when you have truly
newsworthy items to share.
• Write the HELL out of that release (or better yet, hire a pro).
• Your goal is to have a journalist see it, contact you and write
a story that also happens to include a link to your site.

32
8. Interview an Expert…

33
… Or 14 …

34
… or 72!

35
You may rank for their name too.
This one’s a secret. Shhhhhhhhh!

#6 on Page 1

36
9. Use Stock Business Assets Creatively

37
10. Curate, Share & Republish

38
BAD things to avoid while link building
1. Spammy links
2. Buying links
3. Links from totally unrelated or irrelevant sites
4. Links that won’t bring any traffic whatsoever.
5. Links from sites that exist just to publish links or crappy
content.
6. Using the exact same anchor text in every link you
acquire.
7. Relying on only one tactic. Try a variety of things and
measure the results.

39
Sean’s 3 Rules of
Link Building
40
First Rule of Link Building

Build Links
As if it won’t help your search results.

41
Second Rule of Link Building

The value of any link building activity
is inversely related to its scalability.
42
Third Rule of Link Building

Links from bad sites can hurt you.
Be selective in your link building.

43
Questions?
44
Link Building Techniques that WORK!
Sean McGinnis
Marketing GM | Director, Digital Marketing
Sears PartsDirect
Twitter - @SeanMcGinnis
Facebook – http://Facebook.com/SMcGinnis
LinkedIn – http://LinkedIn.com/in/SeanMcGinnis
1 of 45

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Link building techniques that WORK!

  • 1. Link Building Techniques that WORK! Sean McGinnis Marketing GM | Director, Digital Marketing Sears PartsDirect Twitter - @SeanMcGinnis Facebook – http://Facebook.com/SMcGinnis LinkedIn – http://LinkedIn.com/in/SeanMcGinnis
  • 3. Why Links Are So Important (Still) 3
  • 4. PageRank – The Core of Google’s Success 4
  • 5. The Power of a Link 5
  • 6. 6
  • 7. The top 72 most highly correlated ranking factors relate to links. 7
  • 8. Still not convinced? Search for “CLICK HERE” 6 of the top 8 results do not have the words CLICK HERE anywhere on the page. 8
  • 9. A Link in Nature 9
  • 10. The HTML behind the Link 10
  • 11. The Components of a Link URL (the link target) Rel=“Nofollow” (a tag that indicates search engines shouldn’t trust/count this link) <p><a href=http://312Digital.com rel=“nofollow”> 312 Digital’s Website </a> is a good resource for those seeking to learn more about digital marketing training.</p> Anchor Text (tells the engine what the link is about) Surrounding Text (may provide context on the link’s relevance) 11
  • 13. First – How NOT to do it! 13
  • 14. 1. Write Epic Shit! 14
  • 15. STOP blogging just to blog! 15
  • 17. 2. Guest Post Your Heart Out! 17
  • 18. NOT Do worry about new Google guidelines… IF you’re doing it right. 18
  • 19. Don’t forget SEO while Guest Posting! Target related, more powerful sites Optimize and tweak Track your success! 19
  • 20. 3. Create an Infographic Not a SUCKY one. PLEASE! 20
  • 21. 4. Curate a List Make it the very best of it’s kind. 21
  • 23. Pssst! TELL people they are on your list! 23
  • 24. 5. Host an Event 24
  • 25. Create a #hashtag …and promote the HECK out of it! 25
  • 26. Write a round-up post of round-up posts …and promote the HECK out of it! 26
  • 27. More to-dos for after the event… • Thank you email • Survey attendees. • Write a post about the survey results & share post. • Share slides (Slideshare, LinkedIn, your site, others…) • Curate pictures (Facebook, Instagram, Flickr, others…) • Curate Videos (Facebook, Youtube, Vimeo, others…) • Thank you posts: • Sponsors • Volunteers • Media 27
  • 28. 6. Hold a Contest 28
  • 29. One Event = Multiple Chances Specific Ideas • Announcement post • Nomination post Groups of People • Judges • Nominees • Nomination process • Reminder post • Winners • Fans • Judge Announcement post • Readers or Customers • Winner Announcement • Followers post • Social Channels • Create a hashtag 29
  • 30. Existing fan base = More link value 30
  • 31. 7. Issue a Press Release 31
  • 32. DO NOT Spam the Press! • Do not manufacture a press release JUST to get links. • Use the channel that already exists when you have truly newsworthy items to share. • Write the HELL out of that release (or better yet, hire a pro). • Your goal is to have a journalist see it, contact you and write a story that also happens to include a link to your site. 32
  • 33. 8. Interview an Expert… 33
  • 34. … Or 14 … 34
  • 36. You may rank for their name too. This one’s a secret. Shhhhhhhhh! #6 on Page 1 36
  • 37. 9. Use Stock Business Assets Creatively 37
  • 38. 10. Curate, Share & Republish 38
  • 39. BAD things to avoid while link building 1. Spammy links 2. Buying links 3. Links from totally unrelated or irrelevant sites 4. Links that won’t bring any traffic whatsoever. 5. Links from sites that exist just to publish links or crappy content. 6. Using the exact same anchor text in every link you acquire. 7. Relying on only one tactic. Try a variety of things and measure the results. 39
  • 40. Sean’s 3 Rules of Link Building 40
  • 41. First Rule of Link Building Build Links As if it won’t help your search results. 41
  • 42. Second Rule of Link Building The value of any link building activity is inversely related to its scalability. 42
  • 43. Third Rule of Link Building Links from bad sites can hurt you. Be selective in your link building. 43
  • 45. Link Building Techniques that WORK! Sean McGinnis Marketing GM | Director, Digital Marketing Sears PartsDirect Twitter - @SeanMcGinnis Facebook – http://Facebook.com/SMcGinnis LinkedIn – http://LinkedIn.com/in/SeanMcGinnis